电商平台中算法价格歧视的反垄断法规制研究

Research on the Regulation of Algorithm-Based Price Discrimination in E-Commerce Platforms from the Perspective of Antitrust Law

摘要: 本文聚焦电商平台算法价格歧视反垄断法规制问题。算法价格歧视作为传统价格歧视在数字经济中的演进形态，具有隐蔽性、精准性和广泛性特征，其通过信息收集、处理及个性化定价实现“千人千价”，该行为兼具积极与消极效应。当前《个人信息保护法》等法律对其规制存在局限，反垄断法适用也面临主体要件认定、客体范围界定、行为要件标准及竞争效果评估等困境，为此本文提出优化路径，包括构建弹性化主体认定机制、明晰客体范围、明确“相同产品 + 不同价格 + 条件相同”的行为要件认定标准及完善竞争效果评估体系，以实现对算法价格歧视有效规制。

Abstract: This article focuses on the regulation of algorithm-based price discrimination on e-commerce platforms under antitrust law. As an evolved form of traditional price discrimination in the digital economy, algorithm-based price discrimination is characterized by its concealment, precision, and universality. It achieves “different prices for different people” through information collection, processing, and personalized pricing, which has both positive and negative effects. Currently, regulations such as the Personal Information Protection Law have limitations in regulating this behavior, and the application of antitrust law also faces challenges in determining the subject elements, defining the scope of the object, establishing the standards for behavioral elements, and evaluating the competitive effects. Therefore, this article proposes optimization paths, including constructing a flexible subject identification mechanism, clarifying the scope of the object, defining the behavioral element identification standards of “same product + different prices + same conditions”, and improving the competitive effect evaluation system, in order to effectively regulate algorithm-based price discrimination.